Look out, Mast Brothers. French chocolatier Michel Cluizel has opened its second New York location, right in Williamsburg. The new shop, at 279 Bedford Avenue, offers signatures like the chocolate mushroom. Relax, Deadheads, there’s no fungus involved– the stem is made from caramel coated in white chocolate while the crunchy cap is double dipped in dark chocolate. The store also offers rich hot chocolate that’ll make you toss those Swiss Miss packets out the window.
The idea here is chocolate products that taste like real cocoa. The chocolatier slow-roasts its cocoa beans in its New Jersey manufacture store and uses as little sugar as possible, so as not to mask the natural flavors. The result is something vastly different than whatever’s on the front counter of your local bodega.
There’s a reason the interior of the Williamsburg cafe looks like it’s set straight in Paris: the chairs and tables are actually from France. The table tops are filled with real cocoa beans.
Jacques Dahan, president of Chocolat Michel Cluizel, said he wanted to open a shop in Williamsburg because he liked the youthful and energetic atmosphere of the area. Whereas the Madison Avenue location was designed as a traditional in-and-out chocolate shop with the hustle and bustle of Manhattan in mind, this one will offer the “experience of savory food,” Dahan said. The menu hasn’t been set yet, but be on the lookout for quiches, soups and bread, in addition to a massive range of chocolates and truffles, plus croissants, macarons, and more. There’ll be something for you here even if you’re not into chocolate (I’m only judging you a little).
Michel Cluizel, 279 Bedford Avenue, nr. Grand St., Williamsburg.